Stratégies de marketing pour les chaussures pour enfants

Marketing Strategies for Kids' Shoes

by Ashley Mott, Demand Media

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Kids' shoes make up about 20 percent of total footwear sales in the United States and are the second-largest segment of the shoe market. Demand based on the frequent need for replacement drives a large portion of sales in this portion of the industry, although many other factors determine which particular pair of shoes a customer purchases. For a marketing strategy, a small business selling shoes for children should zero in on the reasons parents buy.

Licensing

Licensed footwear saturates the children's shoe market with television show characters, pop stars, movie stars and comic book heroes. A small shoe store carrying licensed shoes can capitalize on the popularity of these products through the use of promotional displays and posters. Strategic placement of advertising units featuring kid-favored characters in window displays helps catch a child's eye when walking past the store, entering the store, trying on shoes or standing in the checkout line. Even if a branded pair of sneakers, sandals or slippers isn't purchased during the first visit, calling attention to these items plants a seed for the next purchase.

Affordability

While a portion of parents give in to the preferences of a child, some parents allow a focus on affordability to override the emotional desires of the kid shopper. Because small children outgrow a pair of shoes approximately every three to four months, individual pairs possess a limited shelf life. For parents on a budget, a shoe needs to be affordable because it will be replaced within a short period of time. Focus some of your store's marketing efforts on promotional discounts or special promotions, or send each parent away with a coupon to use on the next purchase. Advertising special back-to-school savings also may bring in a variety of customers, as many parents need to pick up both sneakers for gym class and plain shoes for school uniforms or dress codes. If your store is in an area where many public and private schools wear uniforms, invest in radio, television or newspaper ads relaying your best prices on dress code-approved kicks.

Durability and Safety

When children reach the preteen and teenage years, constant replacement of shoes due to growth spurts eases to an extent and durability becomes a larger issue. If your store carries children's sneakers, casual shoes or dress shoes made of sturdy materials with superior construction, be sure your in-store displays highlight this. In the athletic portion of the store, focus on appealing to parental concerns about safety for the student athlete. If a brand of athletic

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